BSB Junrose to keep KOYO brand legacy despite name change to JTEKT

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HUNDRED-year-old KOYO changed its name and logo as part of its evolution but the brand’s legacy and high-quality mark will remain the same.

This was the assurance given by global autoparts brands distributor BSB Junrose to KOYO customers during the ongoing transition of the brand into JTEKT. The name and logo change were announced and initiated in Japan in April 2022 following the move by automotive components maker JTEKT to unify all the brands under its name.

BSB Junrose maintains its partnership and commitment with KOYO, which is now under transition for branding, packaging, and markings as it rebrands globally into JTEKT that in turn is expanding its brand so customers who are familiar with just the bearings offered in the market will realize that JTEKT also has other automotive components and various machine tools, sensors, and other non-automotive items,” said Benjamin Bangayan Jr., President of BSB Junrose, the local distributor of KOYO Bearings for more than a decade now.

This rebranding is set to unlock new synergies for all brands involved. BSB Junrose has the assurance from our Japanese counterparts that the rebranded bearings under the JTEKT brand will retain the same high-quality customers expect from Koyo as those are still manufactured in the same state-of-the-art manufacturing facilities,” he added.

The century-old KOYO was established in 1921 and started manufacturing branded bearings in 1935. In January 2006, it merged with Toyoda Machinery resulting to the institution of the brand JTEKT, which has since become known as a major maker of ball and roller bearings, drive line products, automotive steering systems, and machine tools.

In its official rebranding announcement, KOYO said the move is part of its multi-faceted evolution as it gears forward to become a ‘true solution partner’ for its customers. “We are convinced that our brand unification is a natural ‘evolution’ that could not be achieved by KOYO alone. Together with our customers, JTEKT aims to be the ‘No. 1 and Only One,’ building a better future for society and our planet,” said Tetsuo Kamo, Managing Director of JTEKT Asia Pacific Co., Ltd.  

During the period of transition, BSB Junrose revealed that it would still carry existing stocks of bearings carrying the KOYO name until they last while also replenishing its inventory with units carrying the JTEKT brand. The distributor assured that the products will remain genuine and identical as the transition would not bear any effect on the end products they carry.

KOYO Bearings is undergoing only a change in brand and logo. But it has always and will remain the same in the Philippines and globally, now unified under the equally popular JTEKT name,” Bangayan concluded.

Visit any of BSB Junrose’s locations or their dealers nationwide to inquire and purchase JTEKT products. You may also check out BSB Junrose’s FB page https://www.facebook.com/BSBJunrose or text/call 0917 165 8111.

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